Case Study: SAP Concur generates $600K in pipeline per webinar program with ON24
Key results
The challenge
To deepen customer service, SAP Concur's marketing team launched a webinar series training Concur administrators at small- to mid-sized businesses. Building a high-quality series required significant resources, so the team needed a platform that delivered an excellent attendee experience while maximizing value and ROI.
The solution
SAP Concur used the ON24 platform's on-demand engagement to let busy admins consume content on their own time, repurposing key moments into video clips. The team leveraged Q&A and survey features for customer insights and used content intelligence to track which resources attendees downloaded most.
“It's not just a single webinar we're doing. We're taking a webinar and we're seeing how we can use it in as many different ways as possible.”
EMErin McDevittClient Marketing Manager, Concur Technologies
The results, in context
The admin training webinar series reached more than 3,500 users from 3,000 accounts, with most attendees returning for four or five webinars. The series generated an average of $600,000 in pipeline per webinar program and produced reusable marketing assets for sales and customer service teams.